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© 2014 NewsCred 1

A 10 Step Blueprint to Content Marketing Success

A 10-Step Blueprint toContent Marketing Success

© 2014 NewsCred / NewsCred.com / (212) 989-4100 / [email protected]

© 2014 NewsCred 2


© 2014 NewsCred 3


01 Introduction

02 The Blueprint

03 Idea Generation

04 Sourcing Talent and Content

05 Workflow Management

06 Impact Analysis

07 Conclusion and About

Table of Contents

01 IntroductionA 10 Step Blueprint to Content Marketing Success

IntroductionThe Content Marketing Institute recently surveyed B2B marketers and learned that:

93% of marketers use content marketing.

Brands were 36% more confident about the ROI of content marketing last year than they were in the year before.

58% of content marketers plan to increase their budgets to create more content over the next year.

73% of marketers were producing more content at the end of 2013 than they were the year prior.

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01 IntroductionThe Trust Transaction

The secret to content marketing is no secret:

it’s storytelling.

You know great content when you see it.

How do you create a brand newsroom within your company? This blueprint will breakdown the tactics you

need to create content at scale.

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02 The BlueprintA 10 Step Blueprint to Content Marketing Success

The BlueprintIdea Generation What types of content should my company create?

Sourcing Talent and Content How do I find writers and manage content creation?

Workflow Management How do I keep everything organized?

Impact Analysis How do I measure successes and identify areas for improvement?

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03 Idea GenerationA 10 Step Blueprint to Content Marketing Success

Idea Generation

Find questions that your brand is excited to answer.• Find out what questions your customers and

potential customers are asking about your industry

or product. How can you find ways to answer

those questions creatively while improving your

audience’s overall experience? How can you be a

resource to them?

• Talk to your sales team – learn what’s most inspiring

(and confusing) to your customers and prospects.

• Reach out to your business partners, consultants,

and experts – your marketing team’s eyes and ears

– to figure out how your brand can add value.

“The value of content marketing

boils down to one concept – reciprocal altruism. When brands

give something away for free, they get much more in return.

”Scott Roen

Vice President of Digital Marketing at American Express OPEN

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Figure out what’s missing – what pressing questions are going unanswered? These gaps will become your content pillars.• Look at search trends to understand what your

customers are looking for and then use programs

like Google Keywords to meet them in the search

process. You can also run customer development

interviews to figure out what audiences want to

learn. What questions do they have and how can

you answer them best?

• What can you learn from influencers on your social

channels? What topics and questions are they

constantly revisiting? Once you’ve exhausted these

research channels, choose three to five major

issues in your industry and build your content

around those pillars.

• Create content – blog posts, infographics, or

whitepapers – that speak to these tangible, specific

needs directly.

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Analyze your conversion funnel. Figure out where each of your topics and content types fit.• Harness early-funnel opportunities to build

awareness and engagement among new audiences

who may not have heard about your brand before.

• Focus on mid-to-late funnel opportunites to drive

leads and sales with higher quality, more in-depth

content.

• Rely on content creation to re-engage past

customers and encourage repeat business.

“Success in content

marketing relies on velocity, quality, and

volume.

”Rishi Dave

CMO at Dun & Bradstreet

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Create an influencer strategy.• Find existing discussion leaders in your

industry. Interview them or invite them to write

on behalf of your brand.

• Read what your customers are reading. Learn

what they care about and who they trust.

“Content isn’t king.

It’s the kingdom.

”Lee Oden

CEO at TopRank

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04 Sourcing Talent and ContentA 10 Step Blueprint to Content Marketing Success

Build your freelance network.• Even though the content creator or freelancer is

a ‘service provider,’ your brand needs to make a

great impression by offering the right incentives –

competitive pay and steady, ongoing work.

• Share your editorial vision, brand strategy, and goals.

• The longer you work together, the more efficient

you will become. Empower your content creators

to learn about – and care about – your brand. Give

lots of credit so that freelancers are recognized

for their work, with a byline where relevant. Many

content creators are looking for more than money

in their career paths. You can also work with

companies like NewsCred to find highly qualified

writers with built-in networks that overlap with your

audience.

Sourcing Talent and Content

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04 Sourcing Talent and ContentA 10 Step Blueprint to Content Marketing Success

Keep your content network growing. Practice the rule of thirds: One part owned, original content, one part curated licensed content, and one part thought leadership or user generated content. • Presenting a mix of content and content sources

gives your readers greater variety.

• Licensing content from the world’s top media

brands can help quickly scale your content strategy

and also share content that you don’t have the

bandwith to cover.

• Influencer, UGC, or “earned content” boosts

credibility to your audience and offers the

perspective of a consumer or outside thought

leader.

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05 Workflow ManagementA 10 Step Blueprint to Content Marketing Success

Don’t let logistics bog you down – use technology to create a productive, fun workflow.• Think beyond spreadsheets. Reimagine your

content marketing workflow.

• Focus on what you “need” rather than what’s “out

there.” NewsCred’s software workflows seamlessly

manage content for midsize businesses and

multinational corporations.

• Talk to consultants, business partners, and fellow

content marketers to survey the entire market –

cast your net wide to find the tools that are right for

you.

Workflow Management

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05 Workflow ManagementA 10 Step Blueprint to Content Marketing Success

Create an editorial calendar to manage assignments, project due dates, and publishing schedules.• Ask your entire team for input, but designate one

person as the ‘owner’ of the editorial calendar.

• Think of your editorial calendar as a ‘workflow hub’

to make sure that everyone on your team is synced

up on content, events, PR, and more.

• Be open to criticism and feedback. Iterate. Look for

solutions to help your content team scale.

“What would your marketing look like if your customers signed your

paycheck?

”Ann Handley

Chief Content Officer at MarketingProfs

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06 Impact AnalysisA 10 Step Blueprint to Content Marketing Success

Impact AnalysisSuccess in content marketing doesn’t happen overnight. You need to test, measure, and build upon your strategy.

FOCUS ON THE FOLLOWING QUESTIONS

How effective is your content in connecting audiences with your brand?

• Measure social shares and referral traffic — who is sharing

How effective is your content in driving interest and engagement?

• Measure traffic, time on site, and pages per visit.

Is your content inspiring prospects to do business with you?

• Measure lead generation, quality of leads, and entrance and touch points.

How effective is your content strategy?

• Measure all these stats against your ROI.

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Think like a journalist and a statistician. Learn who’s consuming your content, why they’re interested, and what next steps they’re taking with your brand. • Look for trends – over time, within, and between

content categories.

• Track results systematically so that you can quickly

identify successes and areas for improvement. Test,

measure, scale, repeat.

• Choose the right metrics to make sure that you

are capturing all stages of the conversion funnel –

website visitors, social media shares, newsletter

sign-ups, offer downloads, and sales.

“Empathy is not what you do, but what you do for your customers.

”Ann Handley

Chief Content Officer at MarketingProfs

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Iterate, scale, and repeat.• Figure out where you’re successful –

amplify those efforts.

• Figure out where you haven’t met your goals –

don’t be afraid to switch gears.

• Continuously invest in your team’s learning –

focus on building a scalable, high-impact content

program that audiences love.

“As marketers, we should be

changing the mantra from always be closing to always be helping.

”Jonathan Lister

VP North America Sales at LinkedIn

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07 Conclusion and AboutA 10 Step Blueprint to Content Marketing Success

ConclusionYour brand has the potential to be a newsroom –

a robust editorial operation and revenue source.

Three core ingredients will make your brand shine:

people, technology, and left-meets-right brain creativity.

Ready to turn your blueprint into the real deal? Get in

touch with NewsCred today to learn more about how we

can help you build your content marketing empire with

licensed content, original content, strategy planning,

and content management software.

NewsCred.com

(212) 989-4100

[email protected]

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About NewsCredNewsCred is the leading content marketing platform.

Pairing cutting-edge software with world-class content,

NewsCred transforms brands into storytellers.

NewsCred’s Content Marketing Cloud© provides

the easiest end-to-end solution for content planning,

creation, publishing, and analytics. In one place,

brands gain unprecedented access to the world’s

largest content marketplace, including licensed content

from over 5,000 publishers and original content from

NewsCred’s award-winning journalist network.

Through NewsCred, global brands like Pepsi, P&G, Dell,

General Electric, and AIG have seen explosive growth in

social sharing, engagement, and lead generation.

Founded in 2008 by Shafqat Islam, Iraj Islam, and Asif

Rahman, NewsCred has offices in New York, London,

and Dhaka and is backed by FirstMark Capital, Mayfield

Fund, IA Ventures, Greycroft Partners, and others.

Learn more at newscred.com and follow us on Twitter

@newscred.

© 2014 NewsCred 20


© 2014 NewsCred / NewsCred.com / (212) 989-4100 / [email protected]

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A 10-Step Blueprint to - NewsCred – Enterprise Content ... 10 Step Blueprint to Content Marketing Success 04 Sourcing Talent and Content Build your freelance network. • Even though